NBC12

What NBC12 does

NBC12, legally WWBT, is a local broadcast television station headquartered at 5710 Midlothian Turnpike in Richmond, Virginia, operating as the NBC affiliate for the Richmond-Petersburg Designated Market Area and serving Central Virginia. Founded in 1956 and operated under Gray Television (Gray Media) ownership since 2002, the station brands itself as '12 On Your Side' and produces local news, weather, sports, and community programming, complemented by a secondary CW-affiliated sub-channel, WUPV, branded as CW Richmond. Core products include the linear WWBT broadcast, the 24/7 First Alert Weather service with a companion iOS/Android mobile app, the 12onyourside.com website and global livestream, and NEXTGEN TV (ATSC 3.0) capability delivering 4K HDR video and interactive features to compatible over-the-air receivers.

Underlying technology is built on standard ATSC 1.0 and now ATSC 3.0 over-the-air broadcast, combined with web, mobile, and streaming delivery layers managed through Gray Television's content infrastructure. The station is integrated with Gray's wider network of local stations and syndicated content partnerships (InvestigateTV, PowerNation, Circle Country, Local News Live). Revenue is generated primarily through television and digital advertising sold to local and national advertisers, retransmission and carriage fees paid by cable and satellite distributors (DISH is explicitly named), with NEXTGEN TV positioned as a free ad-supported service. NBC12 is wholly owned by Gray Television, a publicly traded company listed on NASDAQ under the ticker GTN, and its financial results are not reported on a standalone basis.

Name

NBC12

Legal name

WWBT

Website

https://nbc12.com

Company type

Public

Founded year

2002

Operating status

Operating

Headcount range

51–100 employees

Short description

NBC12 (WWBT) is the NBC-affiliated local broadcast television station serving the Richmond, Virginia and Central Virginia market, owned by Gray Television. It delivers local news, weather, sports, and community programming over the air, on cable and satellite, online, and via mobile, and operates a secondary CW Richmond sub-channel.

Ownership category

akta.pro rank

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Television Advertising: Traditional broadcast television advertising including commercial spots during news, weather, sports, and programming slots.
2. Digital/Online Advertising: Digital advertising on the 12 On Your Side website and mobile platforms.
3. Cable/Satellite Distribution Fees: Fees received from cable and satellite providers for carriage of channels (DISH network agreement mentioned).
4. NEXTGEN TV Services: Free over-the-air service with enhanced features requiring only an HD antenna and internet connection.

Distribution channels5 records

Marketing channels6 records

Core offering

NBC12 (legally WWBT) is an NBC-affiliated local broadcast television station serving Richmond and Central Virginia with local news, weather, sports, and community programming. Content is distributed over-the-air (including via NEXTGEN TV/ATSC 3.0), through cable and satellite providers, via the station's livestream, and on the 12onyourside.com website and mobile apps. Monetization comes primarily from on-air and digital advertising plus cable/satellite retransmission fees.

Product overview

NBC12 operates as a local broadcast television station serving Central Virginia with a multi-channel portfolio. The core offering is the 12 On Your Side (WWBT) news station, providing local news, sports, weather, and community programming. A secondary channel, CW Richmond (WUPV), delivers additional network-affiliated content. The First Alert Weather service and companion mobile app provide 24/7 weather forecasting with severe weather alerts. The station has launched NEXTGEN TV (ATSC 3.0) technology, enabling 4K HDR broadcasts with interactive and personalized features.

Differentiator

Problem solved

Functional benefit

Brands

• CW Richmond: CW network affiliate operated on WUPV sub-channel alongside NBC12/WWBT

Products and services

• 12 On Your Side (WWBT) Primary local television news station providing local and regional news, weather, sports, and community programming to Central Virginia viewers across broadcast, cable, satellite, streaming, and digital platforms.
• CW Richmond (WUPV) Secondary broadcast channel affiliated with The CW network, offering additional entertainment, sports, and syndicated programming to Richmond-area viewers via the WUPV sub-channel.
• 12 On Your Side First Alert Weather App Mobile application for iOS and Android providing real-time weather alerts, forecasts, radar imagery, and severe-weather notifications to Central Virginia users.
• NEXTGEN TV (ATSC 3.0) Advanced over-the-air broadcast television platform delivering 4K HDR ultra-high-definition video, movie theatre-quality audio, and interactive, personalized content that combines broadcast TV with internet-based features.

Quantifiable outcome

• Free local broadcast accessible to all viewers with an antenna

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• WTVR (CBS 6 Richmond): The CBS affiliate in the same Richmond DMA. Direct head-to-head competitor for local news audiences, advertisers, and political ad share; operates a comparable local news and weather operation.
• WRIC (8News / ABC affiliate Richmond): The ABC affiliate in the same Richmond DMA. Competes directly with NBC12 for local news viewers, weather coverage leadership, and Central Virginia advertising dollars.
• WJAR-TV (NBC 10 Providence RI): NBC affiliate in a similarly-sized DMA (Providence-New Bedford, ~DMA #52). Closely comparable in NBC-affiliate programming, local news investment profile, and single-market revenue concentration.

Regional players

• WAVY-TV (NBC 10 Hampton Roads/Portsmouth VA): NBC affiliate in the neighboring Virginia DMA (Norfolk-Portsmouth-Newport News). Comparable NBC-affiliate product, news, and weather model, but serves a separate market and does not directly compete for the same advertisers or audience.
• WFXR (Fox affiliate, Roanoke VA): Fox-affiliated local TV station serving Western Virginia. Operates a similar local news + network programming model but in a separate Virginia market, with non-overlapping audience and advertiser base.

Broad incumbents

• Nexstar Media Group: The largest US owner of local TV stations, operating affiliates across all major networks. Compares to Gray Television (NBC12's parent) in business model, station portfolio economics, and group-level operating leverage.
• Sinclair Broadcast Group: One of the largest US local TV station operators with stations across the country. Operates the same kind of affiliate-station business as NBC12's parent, and competes for national ad budgets, network affiliations, and group-level synergies.
• Tegna: Major US local broadcast group owning network affiliates in mid-sized markets. Operates the same product (local news + network content + digital) and competes in the same national/local advertising markets as NBC12.
• Hearst Television: Division of Hearst Corporation operating local TV stations affiliated with NBC, ABC, CBS, and CW. Closely comparable in station-level operations, content strategy, and group-level scale to NBC12's parent Gray Television.
• E.W. Scripps Company: Diversified local broadcast operator with network affiliates and a national news brand. Operates a comparable local TV station portfolio and competes for political and national advertising budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/nbc12news
• Xx.com/nbc12
• LinkedInlinkedin.com/company/wwbt-nbc12-raycom-media

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NBC12